Political Branding: The use of campaign color as symbolism of platforms among the Philippine presidential candidates in the 2022 elections
DOI:
https://doi.org/10.48017/dj.v10ispecial_1.2971Palabras clave:
Political colors, color in context, color psycologyResumen
En una naturaleza política muy compleja, el color sirve como una heurística de bajo nivel para los votantes, especialmente el uso del color de la campaña como simbolismo de las plataformas. Este estudio buscó determinar el nivel de acuerdo sobre el significado universal de los diferentes colores elegidos por los candidatos presidenciales de Filipinas durante las elecciones nacionales de 2022; el nivel de acuerdo si los colores políticos de los candidatos presidenciales y su representación en sus plataformas políticas; y si estos colores políticos elegidos corresponden a las plataformas de los candidatos presidenciales entre los estudiantes de la Escuela de Maestros y Artes Liberales de la Universidad de Baguio. Se utilizó un método mixto con un cuestionario autoconstruido utilizando la Escala Likert para determinar el nivel de acuerdo entre los 143 encuestados y una entrevista con 8 informantes entre los estudiantes en este estudio. El estudio reveló que el color Rojo es el más malinterpretado debido a sus connotaciones históricas y psicológicas que llevaron a su simbolismo negativo. Mientras que tanto el Rosa como el Azul mostraron un resultado positivo debido a su aspecto psicológico, cultural y político. Además, todos los colores se alinearon con sus plataformas, excepto el color Rojo de Marcos con su plataforma sobre la Unidad. Además, las plataformas de los candidatos presidenciales se basaron en sus factores personales y políticos. En general, la investigación sugiere que aún no hay un significado establecido de los colores políticos en nuestro país y que los votantes aún tienen problemas con lo que realmente representan los colores.
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Derechos de autor 2025 Christal Jane B Alturas, Jessica Khendy P Balanza, Precious Lyca Cabalse, Khrist Jaira V Ignacio, Alexander Killip, Khristine Claire D Nicdao
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